Digital Trends


Published on

The State of the Philippine Digital Market, Opportunities and Challenges delivered by Nico Nolledo, President and Chairman, Xurpas, Inc., a leading digital marketing company during the Asian Internet Congress, 2010

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Digital Trends

  1. 1. Dd Digital Trends Presented by: Nix Nolledo March 4, 2010
  2. 2. The Philippine Digital Market Source: IDC
  3. 3. Source: Nielsen Not just a Metro Manila Phenomenon
  4. 4. We are the SMS capital of the world <ul><li>78 Million mobile subscribers </li></ul><ul><li>2 Billion texts sent every day </li></ul>
  5. 5. Market Sizing <ul><li>Approximately 500 Million Pesos invested in digital ads and service fees </li></ul><ul><li>Over a billion Pesos spent on e-commerce goods </li></ul><ul><li>Over a billion Pesos spent on virtual goods </li></ul>In 2010 everything will double!
  6. 6. Several opportunities exist today to build strong web presences The Philippine web is an empty space Music Chat Schools Classifieds Toys Promos Lifestyle Games Fastfood Books Travel Kids Health Clothes Brand
  7. 7. The mobile content business is in transition New NTC rules have thrown the traditional mobile content business into a state of flux
  8. 8. Several opportunities for digital in 2010 and beyond for the enterprising
  9. 9. “ The internet is not just a medium, it’s an economy.” The big picture
  10. 10. Expanding your market 17 Million Households 10 Million Overseas Filipinos 20 Billion USD in Remittance in 2010!
  11. 11. Retailers are going e-commerce
  12. 12. There are thousands of micro entrepreneurs selling their wares online in social networks such as multiply Micro entrepreneurs online
  13. 13. Online malls such as will aggregate products and services much like the physical malls do today Major commerce hubs
  14. 14. A website launching an offline store
  15. 15. <ul><li>3 Week campaign, Ads only in morning </li></ul><ul><li>Day 2 – KFC Site crashed due to traffic </li></ul><ul><li>Day 3 – Chicken Burger out of stock </li></ul><ul><li>150,000 Coupons Printed </li></ul>Web ads can lead to sales Print more, Save more
  16. 16. Companies will allow customers to personalize their products and the overall brand experience The web offers unparalleled personalization
  17. 17. The Social Network Explosion # 1 website in the Philippines Grew from 1 million to 10.5 million Philippine registered users in 1 year # 10 website in the Philippines Wasn’t in the top 100 websites in the Philippines 1 year ago
  18. 18. Driving online sales via social networks
  19. 19. Several million dollars sold through the Dell Twitter store Driving online sales via social networks
  20. 20. The selling of virtual items
  21. 21. Crowd Sourced customer service Telcos lead the way
  22. 22. Trend: SNO as the new SEO Did I discover more content via Google or Facebook in the past 3 months? Over 1 billion clicks driven by to web content in January alone, billions more through other URL shorteners and links
  23. 23. The consumer as a reporter
  24. 24. The Iran election <ul><li>2.25 Million Blog posts in 24 hours </li></ul><ul><li>184,500 Youtube videos in one day </li></ul><ul><li>221,400 Twits in one hour </li></ul><ul><li>140,000 online news articles in one day </li></ul>
  25. 25. How we consume our news is changing “ 61 % of Americans said they read the news online, only 17% say they read a national newspaper” “ For most newspapers in the United states, we would not buy them at any price. They have the possibility of going to just unending losses.” -- Warren Buffet
  26. 26. There is light at the end of the tunnel iPad going on sale very soon could be the ray of hope for magazines
  27. 27. The Long Tail <ul><li>Online reputation affects public perception: </li></ul><ul><ul><li>Half of the search results for TRINOMA are blogs </li></ul></ul><ul><ul><li>3/4ths of the first 1,000 search results for SM Hypermart are blogs </li></ul></ul>There are over 200,000 Philippine Blogs!
  28. 28. Blogger Events
  29. 29. The 90 – 9 – 1 Rule A majority of content in blogs, social networks, and message boards come from only 10 percent of its users
  30. 30. Winning the perception battle Influence the Influencers
  31. 31. Digital TV People will be watching more TV but not on their televisions Mobile TV numbers will only continue to grow More and more people are downloading their video media to their PCs 4 th most popular web site in the Philippines, 3rd in the world … And climbing
  32. 32. In the US, the shift is more apparent
  33. 33. The largest concert ever was watched live by over 10 million people! The internet can magnify the scale of an event a hundredfold
  34. 34. News Corp and NBC have partnered to offer FREE Ad supported TV programming to any computer around the world Traditional media companies are adjusting
  35. 35. Traditional media companies are adjusting
  36. 36. Competition and innovation continues to drive broadband penetration Broadband prices Device prices
  37. 37. <ul><li>WAP click-thru rates tend to be 800 percent higher than their WEB banner ad counterparts </li></ul><ul><li>WAP Ads comprise 10-20 percent of the total WAP site </li></ul>Trend: Mobile Internet advertising will take off in 2010
  38. 38. Obama announced his VP candidate on text messaging FIRST! Database Building Welcome to Obama Mobile. You will now be one of the 1 st notified when the VP candidate is selected. Standard charges apply. Please forward.
  39. 39. <ul><li>Students could opt-in to St. John’s emergency alerts </li></ul><ul><li>“ From public safety. Male was found on campus with a rifle. Please stay in your buildings until further notice.” </li></ul><ul><li>Only 2,100 of the 20,000 students were signed up for the program but they forwarded the message to everyone </li></ul>The power of community <ul><li>No one was hurt </li></ul>
  40. 40. <ul><li>National Exam results were provided on SMS and Reliance’s Java Portal </li></ul><ul><li>All passing students receive a congratulations message from Cadbury, a Cadbury logo for their phones, and a free ring tone! </li></ul><ul><li>19.7 Million students registered! </li></ul><ul><li>38.5 Million hits for the service </li></ul>Content as advertising 1. Log onto R-World 2. Select Exam 3. Enter Roll No. 4. Congrats! If they pass 5. Mark sheet 6. ‘Kuch meetha ho jaye’
  41. 41. Banks in South Africa alert the customer via SMS and EMAIL the following: <ul><li>All merchant purchases </li></ul><ul><li>All money withdrawals </li></ul><ul><li>All money deposits </li></ul><ul><li>Each time the customer logs in to web banking </li></ul>Trend: New scenarios of use for the mobile device
  42. 42. Withdrawal from ATM Payment using credit card Mobile bank information FNB R123.20 reserved for purchase @ Woolworths from FNB card a/c..978000. Avail R2826. 3Aug 16:43 FNB R200.00 withdrawn from FNB card a/c..47658@ Sandton ATM . Avail R927. 5Apr 13:12 Amount Merchant Part of the account number Available credit card limit Date and Time of the transaction
  43. 43. <ul><li>5 Million SMS alerts sent each day! </li></ul><ul><li>98 percent reduction in fraud! </li></ul>Mobile banking
  44. 44. M-Commerce Users text the product code found in an advert to buy the product!
  45. 45. Micro payments Turn any device into a payment card facility
  46. 46. Direct to consumer apps Building on these platforms allows any mobile content provider to go global * Stanford to offer iPhone programming course
  47. 47. Creative app implementations
  48. 48. Mobile TV Campaigns Moving Forward Buy Now! 1.99 Euro
  49. 49. Watching TV on your phone opens up a world of business opportunities Advertising “ Free TV Model” Mobile Marketing Approach “ sponsored by…” for free or low price: - get your ring tone - vote your favorite Transaction “ Ring tone Model” Interaction “ Vote & Greet Model”
  50. 50. Indonesia: Half a centavo per second or 30 Centavos per minute after the 2 nd minute India: 1 Peso per minute Philippines: 4.5 Pesos per minute Mobile adoption which is already high, will only increase with price competition
  51. 51. Diet SMS Service by Tata Docomo in India: 1 Paisa per character Per character charging
  52. 52. FUTURE TECH
  53. 53. Allows advertisers to know who is looking at their advertisements from up to 30 feet away! Pay per glance
  54. 54. <ul><li>Tariffs change depending on the time of day and your location </li></ul><ul><li>The percentage of savings are displayed on your phone </li></ul>Algorithm driven solutions Network Usage Time of Day
  55. 55. TV Ads with tailored web ads WEB TV Ads when delivered to your screen will fire up web applications that viewers can interact with Sharp Aquos Net web enabled TVs
  56. 56. Same bandwidth, clearer videos <ul><li>Forensic Lab level technology for home use </li></ul><ul><li>Software smoothens out any video you take which results in more </li></ul><ul><li>clicks and views on Youtube </li></ul>
  57. 57. VOIP as the new call and mobile marketing standard? WIMAX – Broadband Everywhere
  58. 58. Full mobile shopping A full shopping experience directly on your phone
  59. 59. Invitation to join IMMAP An association of over a hundred industry leaders
  60. 60. Nix Nolledo Email: [email_address] Blog: The time for digital is now